Product Variations on Amazon
We know that there are numerous benefits of offering product listings on Amazon with variations such as color, size, and quantity. However, collecting the products to be sold in a single list under the same roof and establishing the parent-child or parent-child relationship between them, called “parent-child”, is mostly seen as challenging and confusing for the sellers. It is even known that many sellers endanger account health due to mismatched products.
In this article, we will discuss the tricks of creating variations in product lists – by also referring to the rules set by Amazon.
What is a Variation Relationship?
Amazon places great emphasis on ensuring that sellers correctly understand the variation relationship. Since it is essential to play the game by Amazon’s rules, if something that feels logical or right to the sellers does not comply with the rules, unfortunately, it is of no value.
Amazon defines the variation relationship as follows: Variations are product groups that are related to each other in terms of size, color, and similar characteristics. A list with the correct variation association allows buyers to compare options on specific product features on a single product page.
A rule-abiding variation relationship has three basic components.
“Parent” Parent/Main Product: The parent product can be thought of as the umbrella or roof of the list. It is not available for purchase. It acts as a grouper.
“Child” Child/Child Product: Represents each variation. Each sub-product can be purchased and is separated from each other by certain features. Each color or size option for a t-shirt is a child/sub product.
The Theme of Variation: The theme of variation defines the context in which products differ from each other. These themes may differ according to product types. The features and variations of the products are defined by Amazon and different options are offered for different categories. For example, a seller of cat food is allowed to offer its products with variations in quantity and quantity.
When Should Product Variations Be Used?
If Amazon thinks there is a suitable variation theme for the products, it will request that the products be grouped. But what does it mean when Amazon qualifies as “fit” for products to be sold as variants?
Sellers have questions to ask themselves when creating product variants.
- Are the products basically the same?
- Does a single product title successfully describe all variants?
- Are only certain specific features different that do not change the main use of the product?
- Do buyers expect to see these products in the same product listing?
For example, although a doll and a toy car are two products with the same function, they cannot answer the above-mentioned questions positively. Selling these two products as variations will have a direct impact on the buyer’s shopping experience, and we know that this is the most important consideration for Amazon.
Tips for Creating a Varied Product List
As we mentioned, there are many rules to take into account when creating a variation listing on Amazon. We can list the things that should not be forgotten in order to achieve success as follows:
Note that each child/child product is described in detail! Thus, buyers can find this product as a result of their search.
- Include the feature that makes the difference in the title of each child/child product.
- Do not collect ASINs that are not of the same brand or product type in one list.
- Price and stock information is not entered for the “Parent” parent product.
- Do not go beyond the variation theme that Amazon has set for the relevant category.
Abuse of Variations and Common Mistakes
Amazon says misuse of product variation rules can result in “temporary suspension or permanent blocking of privileges to create and sell ASINs.” These mentioned rules point to four main violations.
Alteration of the parent or child product page in such a way that it is fundamentally different from the original.
Adding products that will not have a valid variant to the parent product. This includes the subsequent addition of a new model or version of the same product as a variation. Generally, sellers choose this way to reap the benefits of a listing that has already ranked well and has had a large number of reviews.
Adding non-manufacturer-created multi-pack options as variants to an existing parent list.
Based on our experience, we can say that the misuse of variations is generally account-wide and not limited to a single list. When Amazon sends a warning about this violation, it expects the seller to check all existing product listings. It also does not intend to repeatedly warn sellers before the – well – suspension of the seller account. In this regard, the responsibility of the correct use of variation relations is left to the vendors.
Variation theme offered by sellers within the relevant category by Amazon.